As Apple’s senior vice-president of industrial design, Jonathan Ives has undoubtedly managed to revolutionize design thinking with his cleverly thought-out “undesign” technique. This method of design serves to create various products such as the iMac or iPod sharing one common feature – simplicity. Effectively, this practice serves to make products appear as though they were not really designed. Ives wanted users to feel as though it is rather natural to have a certain button in the place it is. He believes the simple design and ease of use of Apple’s products are the reasons behind its success. Ives impeccable skill for understanding design originated early in his childhood. He grew up fascinated with the way in which products were assembled and strived to understand why and how they were constructed. Ives believed people shouldn’t look at products and be confused as to why it was designed in such a manner. He wanted users to feel as though its design is ‘normal’. For instance, the indicator light is only visible to the end user when there is something to indicate –a simple design that raises no questions or frustration from its users. It is no doubt that Ives marvelous design is what gave Apple its competitive edge.
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